Strategies and Solutions for Profitable Direct Marketing
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January 27, 2010 From Direct Marketing Association
The coalition of associations comprised of the American Association of Advertising Agencies (4A's), Association of National Advertisers (ANA), Direct Marketing Association (DMA), Interactive Advertising Bureau (IAB), and the Council for Better Business Bureaus (BBB) ("Coalition") that announced the Self-Regulatory Principles for Online Behavioral Advertising in July 2009 announced today the selection of the icon that will indicate adherence to the Principles.
Nuts & Bolts - Eye on Privacy : This Is Huge!
October 2009 From Target Marketing
In the summer, an unparalleled group of previously disparate interests in the online advertising ecosystem agreed to speak the same language about behavioral advertising.
October 2009 From Target Marketing
In the summer, an unparalleled group of previously disparate interests in the online advertising ecosystem agreed to speak the same language about behavioral advertising.
Nuts & Bolts - Eye on Privacy : New 'Publishers' and New Self-Regulation
May 2009 From Target Marketing
In these harsh times, staying afloat and keeping your privacy/security programs shipshape are not givens. So, the privacy professional needs to be even more part of the conversation about strategy. This is true because many of the new data-driven opportunities in the market are occurring inside a self-regulatory environment that is evolving.
May 2009 From Target Marketing
In these harsh times, staying afloat and keeping your privacy/security programs shipshape are not givens. So, the privacy professional needs to be even more part of the conversation about strategy. This is true because many of the new data-driven opportunities in the market are occurring inside a self-regulatory environment that is evolving.
The Madness of Advertising on TV
August 19, 2008 From Denny Hatch's Business Common Sense
Nothing-nothing!-bugs me more than advertising writers who call TV ads "winners" because they're the "best-remembered" and/or "most-liked."Did the ad sell anything? What was the ROI?Belinda Goldsmith of Reuters reported that roughly 1 billion people-15% of the world's population-watched some or all of the Olympic opening ceremonies, a TV spectacular that ran four and a half hours.I watched the next morning via the DVR recording device that is part of our DIRECTV service. By judicious fast-forwarding-and avoiding ads and the procession of the athletes-I saw what was worth seeing in 90 minutes.I don't watch TV commercials.Cutesy-poo creativity and the "hard sell" repeated over and over ad nauseam do nothing for me. When you're 73, quality time gets precious.I'm not alone.
August 19, 2008 From Denny Hatch's Business Common Sense
Nothing-nothing!-bugs me more than advertising writers who call TV ads "winners" because they're the "best-remembered" and/or "most-liked."Did the ad sell anything? What was the ROI?Belinda Goldsmith of Reuters reported that roughly 1 billion people-15% of the world's population-watched some or all of the Olympic opening ceremonies, a TV spectacular that ran four and a half hours.I watched the next morning via the DVR recording device that is part of our DIRECTV service. By judicious fast-forwarding-and avoiding ads and the procession of the athletes-I saw what was worth seeing in 90 minutes.I don't watch TV commercials.Cutesy-poo creativity and the "hard sell" repeated over and over ad nauseam do nothing for me. When you're 73, quality time gets precious.I'm not alone.
Nuts & Bolts: Get Eye-to-Eye on ROI
April 2007 From Target Marketing
The results of two surveys on marketing measurement indicate a schism over how well companies are doing with marketing measurement. In a joint survey of 150 members of Financial Executives International, only 7 percent of senior-level financial executives stated they were convinced of their company’s ability to measure ROI on marketing efforts. Conducted in November 2006 by Marketing Management Analytics (MMA), the study also found that only one in 10 executives was confident of his marketing department’s ability to forecast the impact of its efforts on sales. But that’s not how the marketing side sees things. MMA conducted a similar survey in April 2006, working
April 2007 From Target Marketing
The results of two surveys on marketing measurement indicate a schism over how well companies are doing with marketing measurement. In a joint survey of 150 members of Financial Executives International, only 7 percent of senior-level financial executives stated they were convinced of their company’s ability to measure ROI on marketing efforts. Conducted in November 2006 by Marketing Management Analytics (MMA), the study also found that only one in 10 executives was confident of his marketing department’s ability to forecast the impact of its efforts on sales. But that’s not how the marketing side sees things. MMA conducted a similar survey in April 2006, working
Hiring Customers to Write Your Ads?
October 2006 From Denny Hatch's Business Common Sense
In the Dec. 14, 2005, issue of The Wall Street Journal, Susan Varnica wrote a story titled, “Marketers’ New Idea: Get the Consumer to Design the Ads.” It seemed like a goofy idea that was being floated by Madison Avenue, but I saved it. In May of this year, AdAge.com ran a story by Jean Halliday, “GM Asks Consumers to Make Vehicle Ads.” Viewers of “The Apprentice” could win trips and cash for creating a 30-second spot for the Chevy Tahoe truck. Again, I saved the story, expecting never to use it. And then this past Monday morning, Stuart Elliott, advertising columnist for The New York
October 2006 From Denny Hatch's Business Common Sense
In the Dec. 14, 2005, issue of The Wall Street Journal, Susan Varnica wrote a story titled, “Marketers’ New Idea: Get the Consumer to Design the Ads.” It seemed like a goofy idea that was being floated by Madison Avenue, but I saved it. In May of this year, AdAge.com ran a story by Jean Halliday, “GM Asks Consumers to Make Vehicle Ads.” Viewers of “The Apprentice” could win trips and cash for creating a 30-second spot for the Chevy Tahoe truck. Again, I saved the story, expecting never to use it. And then this past Monday morning, Stuart Elliott, advertising columnist for The New York
The Building Blocks of Multicultural Marketing
July 2005 From Target Marketing
By Thomas MacDonald Your foundation should begin with research If your job description involves direct marketing, odds are this year's marketing plans include reaching one or more multicultural audiences. And if not, it's likely that you'll be faced with the task very soon. The question is—are you prepared? Many of those charged with the task of multicultural marketing lack the skills, and the appropriate resources, to effectively reach diverse markets. But with the multicultural population presently reaching nearly 100 million in the United States, multicultural marketing isn't just a buzz term anymore. In fact, marketing products and services in culturally relevant ways may
July 2005 From Target Marketing
By Thomas MacDonald Your foundation should begin with research If your job description involves direct marketing, odds are this year's marketing plans include reaching one or more multicultural audiences. And if not, it's likely that you'll be faced with the task very soon. The question is—are you prepared? Many of those charged with the task of multicultural marketing lack the skills, and the appropriate resources, to effectively reach diverse markets. But with the multicultural population presently reaching nearly 100 million in the United States, multicultural marketing isn't just a buzz term anymore. In fact, marketing products and services in culturally relevant ways may
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